Māori culture is deeply rooted in life's spiritual, natural, and communal elements—a blend of inherent values and traditions that form the foundation of Te Ao Māori (the Māori worldview). One such tradition, karakia, represents this connective thread across the Māori narrative. At its essence, karakia refers to prayers, chants, or incantations performed to acknowledge atua (spiritual guardians), seek guidance, offer protection, and establish intention. Karakia merges the spiritual with the practical to create harmony, balance, and focus, elements critical in life and within the contemporary business sphere.

In this blog post, we explore the vital role of karakia in modern Māori business practices. Bridging tikanga Māori (Māori customs) with modern professional environments in Aotearoa, New Zealand, karakia is transformative in cultivating workplaces that respect Māori values, honour identity and heritage, and elevate cultural responsiveness. 

At The Massive Collective, our mission is to support businesses on their journey to integrating culturally grounded practices like karakia. By weaving Māori approaches such as kaupapa Māori (Māori principles) into their strategies, companies and organisations can align with the values of inclusiveness, respect, and authenticity while fostering powerful connections internally and externally. We are committed to equipping organisations with the tools and knowledge to ensure such integration transforms workplaces into spaces of manaakitanga (hospitality), inclusivity, and cultural understanding.

The Cultural Significance of Karakia 

Historical Context 

Karakia has been an integral component of life for Māori since our tūpuna (ancestors) arrived in Aotearoa. Rooted in mātauranga Māori (traditional Māori knowledge), karakia served as a sacred practice in numerous aspects of life, from agricultural endeavours to seafaring voyages to forging interpersonal relationships. With its origins tied to atua, karakia traditionally called upon divine forces for assistance, blessings, or protection, often performed with rhythmic chanting or recitation. 

For example, before Māori fishermen ventured into the ocean to gather kai moana (seafood), karakia was performed to ensure safe passage and to offer respect to Tangaroa, the deity of the sea. Similarly, in cultivating crops, karakia invoked blessings from Papatūānuku (Earth Mother) to create alignment between human actions and the natural world.

It is essential to note that traditionally, the purpose of karakia is not religious. While it is often used for that, The Massive Collective promotes karakia for non-religious purposes, making it inclusive for everyone. 

The Role of Karakia in Daily Life 

Karakia is a part of traditional life practised at pivotal life stages—birth, death, celebrations, and beyond. These practices have extended into diverse modern settings, including businesses, charities, schools, and government spaces. Karakia is now often recited to mark critical moments such as starting a meeting, opening a new building, blessing a project or partnership, or commemorating achievements. Its ability to bridge individual and communal intentions fosters a heightened sense of focus, respect, and collective purpose. 

More businesses today are acknowledging the relevance of karakia not just in preserving cultural practices but as a key method of incorporating holistic and values-driven leadership principles.

The Intersection of Karakia and Modern Business Practices 

Incorporating Karakia in Business Operations 

In modern-day Aotearoa, businesses can seamlessly integrate karakia into their operations as a deeply meaningful cultural practice. For instance, reciting karakia at the beginning and end of organisational milestones—meetings, projects, or events—helps establish focus, celebrate achievement, and acknowledge all contributors. Businesses cultivate cohesion and morale across their teams by fostering values aligned with tikanga Māori and modern business leadership. Karakia creates a moment to pause, reflect, and connect purposefully with immediate stakeholders and the wider world.

Enhancing Relationships with Stakeholders 

Incorporating karakia and aligning with Te Ao Māori introduces immense value for contemporary organisations looking to strengthen their relationships. For example, karakia demonstrates evident respect for Māori customers, employees, and collaborators, elevating trust and goodwill. Within the corporate social responsibility (CSR) context, karakia also underscores a business's commitment to cultural inclusivity and support for Indigenous practices, reflecting a modern and empathetic approach to stakeholder relationships. 

For organisations operating in Aotearoa, including karakia, it enables businesses to uplift Māori actively. This practice emphasises their commitment to kaupapa Māori frameworks, offering a meaningful response to growing expectations for cultural partnership, ethical business, and shared prosperity. 

Success Stories 

Several Māori-led enterprises successfully weave karakia into their business identity. For example, these businesses initiate their journey with karakia as part of onboarding ceremonies, team retreats, or structurally during hui (meetings). Testimonials further reveal how such practices boost mana, ignite shared intent, and solidify relationships through a lens of respect and sincerity.

Practical Steps for Businesses to Integrate Karakia 

Understanding the Right Context 

While karakia can enhance inclusivity and connection when used correctly, businesses must operate with cultural authenticity. Consulting Māori kaumātua(elders) or cultural advisors is critical in identifying the appropriate contexts for using karakia. Businesses should not simply adopt karakia ritualistically but seek guidance to understand its profound significance.

Training and Education 

Organisations must empower their leaders and teams through tailored cultural awareness training. At The Massive Collective, we offer workshops and resources to equip business professionals with practical knowledge about Te Ao Māori principles, including the importance of karakia. Such wānanga provide clear steps for fostering emotionally safe and inclusive workplace environments that align with modern Māori aspirations while respecting tikanga.

Creating a Culturally Responsive Business Model 

The infusion of Māori concepts such as kotahitanga (unity) and manaakitanga into an organisation's mission or values can embed these principles at the core of its operations. Collaborating authentically with Māori communities on business strategies ensures that Māori voices are actively represented, empowering tikanga Māori approaches that are sustainable yet modern.

The Role of The Massive Collective in Supporting This Journey 

At The Massive Collective, we bring a wealth of understanding to help businesses integrate karakia and other values-based Māori approaches into operations. Our consulting services and training opportunities support leaders, teams, and organisations to become more culturally aligned and responsive in a meaningful and sustainable way. 

Building Partnerships 

Our extensive networks foster partnerships with businesses, cultural leaders, and stakeholders to offer organisations authentic and respectful entry points into Te Ao Māori practices. Businesses working with us gain access to resources that embed karakia within value-driven strategies that prioritise cultural awareness and collaboration.

Success as a Collective Effort 

As a collective, we believe that the future of Aotearoa business rests not in individual pursuits but in collaborative efforts between Māori and non-Māori. Through the support of leaders, elders, and key stakeholders, we empower companies to integrate practices centred upon mutual respect and co-creation

The role of karakia in modern Māori business practices cannot be understated. It upholds a legacy of cultural respect while offering organisations a chance to demonstrate integrity—a practice that benefits all through alignment with a values-driven approach. 

We encourage businesses to connect with The Massive Collective to explore how karakia and other Māori values can transform cultural and operational dynamics. Contact us today to join hundreds of others who have embraced Māori principles in their business practices and see how this can elevate your organisational journey to a new level.